In a new effort to capitalize on the market that consists of midnight snacking, Taco Bell and Lyft will be teaming up. This is appropriate, due to the fact that both companies are already major players in midnight feasting. Lyft, a growing transportation network, has taken notice of the amount of it’s customers who ideally would like to stop at a drive-thru before reaching their destination. Many of these customers go on to praise the company on social media, when their drivers are willing to do so.

Both Lyft and Taco Bell have noticed these tendencies. After this, it was agreed that a collaboration would be necessary. The first installation in this new collaboration is what is being referred to as “Taco Mode”. Occurring between the hours of 9 p.m. to 2 a.m., Thursday through Saturday, customers can choose from taco icons on their usual Lyft maps. This will be taking place for the following two weeks, and appears to be a convenient way for customers to get a late-night snack on their way home.

The cars for which this service is available are adorned in taco-like graphics, and redeemable coupons for Doritos Locos Tacos can be obtained. Essentially, both companies saw a late-night pattern and decided it would be profitable for the two of them to come together. Marisa Thalberg, Taco Bell’s head of marketing, was one of the first to take notice of this new, yet routine behavior. The promotion was originally only going to be held in Orange County California, but it will soon be available nationwide. Both Taco Bell and Lyft plan for this to occur in 2018.

Many companies are on the hunt for new methods of continual, quick connection with their customers, and this recent collaboration is a testament to that. Although Taco Bell is already capable of delivery through the use of an app, this new project adds yet another layer to the interesting ways in which, through technology, people can obtain food.